Marketing (MKTG) 466

Marketing Research (Revision 6)

MKTG 466

Revision 6 is closed for registrations, replaced by current version

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Delivery Mode: Individualized study online with eTextbook

Credits: 3

Area of Study: Applied Studies
(Business and Administrative Studies)

Prerequisite: MKTG 396 or an equivalent introductory marketing course.

Faculty: Faculty of Business

MKTG 466 has a Challenge for Credit option.

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**Note: Students registering in grouped study mode are advised that there may be some differences in the evaluation and course materials information indicated below. To obtain the most up-to-date information, contact the Faculty of Business Student Support Centre at 1-800-468-6531.


Marketing research takes many forms and gives organizations a way to obtain information about their customers. Such information is used primarily for making marketing decisions, so marketing research can be an important strategic tool. Furthermore, marketing research allows an organization to determine the needs and wants of its customers, and how those needs and wants might be best satisfied.

MKTG 466 identifies different sources of marketing research data, examines processes for collecting and analyzing research data, and demonstrates methods for preparing and presenting marketing research reports. The course is intended to raise your awareness of the importance of marketing research, transform you into an educated consumer of marketing research, and give you the tools you need to perform basic marketing research.


MKTG 466 consists of 13 lessons, which examine the following topics:

  • Lesson 1: Marketing Research for Managerial Decision Making
  • Lesson 2: The Marketing Research Process and Proposals
  • Lesson 3: Secondary Data, Literature Reviews, and Hypotheses
  • Lesson 4: Exploratory and Observational Research Designs and Data Collection Approaches
  • Lesson 5: Descriptive and Causal Research Designs
  • Lesson 6: Sampling: Theory and Methods
  • Lesson 7: Measurement and Scaling
  • Lesson 8: Designing the Questionnaire
  • Lesson 9: Qualitative Data Analysis
  • Lesson 10: Preparing Data for Quantitative Analysis
  • Lesson 11: Basic Data Analysis for Quantitative Research
  • Lesson 12: Examining Relationships in Quantitative Research
  • Lesson 13: Communicating Marketing Research Findings


To receive credit for MKTG 466, you must achieve a minimum grade of D (50 percent) on the Final Examination and an overall grade of “D” (50 percent) or better for the entire course. You are advised not to attempt the Final Examination until you have received feedback on all three assignments. The weightings for each assignment and the examination are as follows:

Assignment 1 Assignment 2 Assignment 3 Final Exam Total
15% 15% 20% 50% 100%

To learn more about assignments and examinations, please refer to Athabasca University's online Calendar.

Note: The final examination for this course must be taken online at an invigilated location. It is your responsibility to ensure a computer with an Internet connection and a current web browser is available for your use at the invigilation centre.

Course Materials


Registration in this course includes an electronic textbook. For more information on electronic textbooks, please refer to our eText Initiative site.

Hair, J. F., Jr., Celsi, M. W., Ortinau, D. J., & Bush, R. P. (2013). Essentials of marketing research (3rd ed.). New York: The McGraw-Hill Companies, Inc. ISBN: 978-0-07-802881-6

A print version of the eText may be available for purchase from the publisher through a direct-to-student link provided on the course website; you can also acquire the textbook on your own if you wish.

Other Resources

All other learning resources will be available online.

Challenge for Credit Course Overview

The Challenge for Credit process allows students to demonstrate that they have acquired a command of the general subject matter, knowledge, intellectual and/or other skills that would normally be found in a university level course.

Full information for the Challenge for Credit can be found in the Undergraduate Calendar.

Challenge Evaluation

To receive credit for the MKTG 466 challenge registration, you must achieve a grade of at least “D” (50 percent) on the examination.

Online Exam

Undergraduate Challenge for Credit Course Registration Form

Athabasca University reserves the right to amend course outlines occasionally and without notice. Courses offered by other delivery methods may vary from their individualized-study counterparts.

Opened in Revision 6, October 18, 2013.

View previous syllabus